The Role of Digital Marketing and Brand Awareness in Increasing Decisions to Use Sohiba Khitan Services
Abstract
Digital marketing plays an essential role in enhancing the visibility and competitiveness of health services. In the context of modern circumcision services, digital marketing serves as a strategic tool to strengthen brand awareness and influence consumer decision-making processes. The increasing public demand for reliable circumcision services and the shift in consumer behavior toward digital-based service searches highlights the importance of analyzing the relationship between digital marketing, brand awareness, and service usage decisions at Sohiba Khitan. This research is classified as explanatory research using a quantitative approach. The sample consisted of 109 respondents, representing users or parents of users of Sohiba Khitan services. Data were collected through questionnaires. The analysis technique employed the SEM-PLS method using SmartPLS software to examine both direct and indirect relationships among variables. The results show that digital marketing has a positive and significant effect on brand awareness, as indicated by a p-value of 0.000 < 0.05, a T-Statistics value of 9.088 > 1.96, and an original sample value of 0.827 (positive). Brand awareness has a positive and significant effect on service usage decisions, demonstrated by a p-value of 0.000 < 0.05, a T-Statistics value of 10.721 > 1.96, and an original sample value of 0.820 (positive). Digital marketing has a positive but not significant effect on service usage decisions, indicated by a p-value of 0.422 > 0.05, a T-Statistics value of 0.804 < 1.96, and an original sample value of 0.082 (positive). Furthermore, brand awareness is proven to mediate the effect of digital marketing on service usage decisions, supported by an indirect effect p-value of 0.000 < 0.05, a T-Statistics value of 6.977 > 1.96, and an original sample mediation value of 0.679 (positive).
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